On Track
Form Fills (W28)
2,716
↑ +58% Marketo · +12% Adobe
Holiday rebound confirmed. Both systems agree demand is healthy.
On Track
MQLs (W28)
538
↑ +121% vs W27
Backlog clearing. Organic MQLs surged +148%.
Watch
Unknown Attribution
29%
↓ Down from 41%
790 unattributed leads/week — data-integrity blocker.
Alert
YoY Q2 MQL Trend
−54.8%
↓ 3,612 vs 7,988
Web recovery inside a 5-quarter pipeline contraction.
On Track
5xx Errors
−33%
↓ 1.94M → 1.30M
Best post-migration infrastructure signal since May 12.
On Track
PPC Anchor
824 forms
↑ +96% vs W27
30% of attributed form fills. Most resilient channel.
📈 Adobe Form Completions by Channel
Adobe captures submission time; more conservative than Marketo lead-creation lag
Bottom line: Adobe reports +12.27% form completion growth vs. Marketo's +58%. The ~46pp gap is timing: Adobe logs submission time; Marketo logs lead creation time (W27 backlog cleared in W28). Adobe is the more accurate "when did it happen" signal — form demand is healthy, not surging.
💰 Adobe Purchase Events by Channel
Broader than MQLs — includes trial starts, dashboard logins, account sign-ups · Total +4.41%
Bottom line: Organic Search purchases grew +8.34% while Paid Search purchases declined −4.16% — the clearest signal yet of a channel-mix shift toward SEO. The Organic MQL surge (+148%) and Organic purchase growth (+8%) are consistent and reinforcing.
🔧 Error Health — 5xx Page Occurrences
Post-launch infrastructure stabilization — lower is better
Bottom line: 5xx errors collapsed −33.27% in one week (1.94M → 1.30M occurrences). This is the single best post-migration infrastructure signal since May 12. Error pages still generated 544 form completions (+18.78%), suggesting soft 404s with CTAs — not outright breakages.
📊 Weekly Form Fills (Marketo)
Cleaned data excluding unsubscribe actions and homepage referrer artifacts
Bottom line: Form fills normalize at ~2,700/week post-launch. The holiday dip was seasonal, not structural — PPC and Organic both doubled when the full business week returned, confirming digital demand is intact.
📊 Weekly MQLs (Marketo)
Marketing Qualified Leads by lead source — Marketing Ops scored
Bottom line: MQLs more than doubled as the holiday backlog cleared. Organic MQLs grew +148% — the highest-quality channel is recovering fastest. The question is whether this velocity sustains or normalizes next week.
🔍 Unknown Attribution Health
Unknown/Null source as % of total form fills — lower is better
Bottom line: Nearly 3 in 10 leads have no source attribution. This is a data-integrity blocker, not just a reporting inconvenience. The fix made progress (down from 41% last week) but 29% is still far from the <10% target. Engineering needs to prioritize the remaining null-source root causes.
🎯 Channel Attribution Mix
Form fills by source — stacked to show total volume and mix shift
Bottom line: PPC remains the volume anchor but its share is compressing as Organic and Website Direct recover. The Unknown/Null slice is still the second-largest "channel" — fixing attribution would materially improve our understanding of whether the web mix is actually shifting or just miscounted.
🌐 Quarterly MQL Pipeline (YoY)
Broader pipeline context — web metrics are a subset of total MQLs
Bottom line: The web recovery in weekly charts is happening inside a five-quarter total pipeline contraction (−54.8% YoY Q2). Web channel share is actually improving (48.8% of MQLs vs. 40.8% last year), but total volume is down. Q3 data over the next 4–6 weeks will tell us whether web growth is strong enough to reverse the quarterly trend or merely offset non-web declines.